A recent feature published by BBC News focused on the impact vegan campaign Veganuary has had on dietary choices since its launch five years ago. The story examined a number of shifts in that time period, highlighting celebrities such as musician Miley Cyrus, champion race car driver Lewis Hamilton, and singer Ariana Grande who have chosen to go vegan. Writer Nesta McGregor also revealed that vegan-themed posts on social media platforms have increased substantially. “Twitter has reported an 85-percent increase in the number of posts containing #veganlife since 2016,” McGregor wrote. Veganuary co-founder Matthew Glover revealed that participants in the campaign—who pledge to eschew animal products for the month of January—have increased from 1,500 in 2014 to 78,000 during this year’s campaign. “What is so very exciting is that 67 percent of people who responded to our 2017 survey told us they were still vegan six months later," Glover said. Earlier this year, BBC News credited social media platforms such as Instagram and YouTube for propelling veganism into a profitable global industry in a feature titled, “Veganism: How a Maligned Movement Went Mainstream.”